Question 1

One of the major advantages of publicity is that it:

Accepted Answer

Publicity often involves coverage by media outlets, which can increase credibility in the eyes of consumers who trust and rely on these sources for information. Unlike advertising, which is paid for by the company, publicity is earned through media coverage, making it more objective and trustworthy.

Question 2

Rick is a salesperson for a company that manufactures hospital equipment. He has just finished presenting his sales message to a customer. The immediate next step in the selling process is to:

Accepted Answer

After presenting the sales message, the next step is to handle any objections or concerns the customer may have before moving towards closing the sale.

Question 3

_____ typically integrates advertising of branded products into interactive games.

Accepted Answer

Advergaming is the integration of advertising into video games. This can include branded products or sponsored content within the game.

Question 4

_____ offer consumers immediate price reductions.

Accepted Answer

Coupons offer consumers immediate price reductions at the time of the purchase. Rebates require the consumer to make a purchase and then receive a portion of the price back at a later time. Samples and premiums do not necessarily offer immediate price reductions.

Question 5

Which of the following is true of sponsorships?

Accepted Answer

According to various reports and studies, sponsorships are expected to experience healthy worldwide growth in the coming years.

Question 6

_____ are items that consumers receive free of charge in return for making a purchase.

Accepted Answer

Premiums are items that consumers receive for free in return for making a purchase. Samples are small quantities of a product given to consumers for free. Coupons provide discounts on purchases. Rebates are refunds given to consumers after a purchase has been made.

Question 7

_____ is usually the core goal of advergaming.

Accepted Answer

Advergaming is a marketing strategy that uses video games to promote and advertise a brand or product. The core goal of advergaming is usually to increase brand awareness among the target audience.

Question 8

_____ are commonly used in the car and the electronics industries to entice consumers with cash­back offers.

Accepted Answer

Rebates are a type of promotional offer in which a consumer receives a refund for a portion of the purchase price after completing certain requirements, such as mailing in a form or proof of purchase. This is a common tactic in industries such as cars and electronics to entice consumers with the promise of money back after purchase.

Question 9

The purpose of missionary selling is to:

Accepted Answer

Missionary selling focuses on building relationships and goodwill by providing information and assistance, rather than directly selling products.

Question 10

Which of the following is an advantage of newspapers as an advertising media?

Accepted Answer

Newspapers are generally trusted sources of information, which can lead to higher consumer acceptance of the advertisements they contain.

Question 11

In its broadest sense, _____ refers to an organization's ongoing effort to create positive bonds with its consumers, employees, suppliers, the community, the general public, and the government.

Accepted Answer

Public relations is the best choice as it encompasses the overall effort of an organization to establish and maintain positive relationships with various stakeholders, including but not limited to consumers, employees, suppliers, the community, the general public, and the government. Publicity, advertising, and sales promotion are more specific tactics within the broader realm of public relations.

Question 12

Ellen is in charge of developing a promotional strategy for a new product that her company will soon introduce. She thinks word­of­mouth promotion is likely to be very effective and wants to keep the cost of the campaign relatively low. Considering her goals, which of the following is likely to be a key component of her campaign?

Accepted Answer

Buzz marketing, also known as word-of-mouth marketing, involves creating excitement and interest among potential customers through unique and memorable experiences. This type of marketing is typically more cost-effective than traditional advertising methods such as television or magazine advertisements, and can generate higher levels of engagement and sales. Therefore, it is likely to be a key component of Ellen's promotional strategy.

Question 13

The stage of the selling process where the salesperson actually asks the customer to make the purchase is known as _____.

Accepted Answer

The closing stage of the selling process is where the salesperson tries to obtain the customer's commitment to make the purchase. It involves asking for the sale and handling any objections or concerns the customer may have.

Question 14

Which of the following is the number­one advertising medium?

Accepted Answer

Television is considered the number-one advertising medium because of its ability to reach a large and diverse audience, as well as its ability to combine both sight and sound in advertising messages.

Question 15

_____ involves video games created as a marketing tool.

Accepted Answer

Advergaming involves creating video games as a marketing tool to promote a product, service, or brand. It is a form of in-game advertising that engages consumers in a fun and interactive way. Product placement is the practice of featuring branded products or services within entertainment media, such as movies or TV shows. Buzz marketing is a strategy where marketers create a hype or buzz around a product through viral marketing or word-of-mouth. Gamification involves integrating game-like elements, such as points, badges, or leaderboards, into non-game contexts to engage users and motivate them to take action.

Question 16

_____is best described as paid, nonpersonal communication designed to influence a target audience with regard to a product, service, organization, or idea.

Accepted Answer

Advertising is a form of communication that is paid for and intended to persuade an audience to purchase or take some action upon products, services or ideas. It is nonpersonal since it is impersonally addressed to a larger audience rather than a specific individual.

Question 17

_____ refers to marketing activities designed to stimulate wholesalers and retailers to push specific products more aggressively over the short term.

Accepted Answer

Trade promotion refers to marketing activities that encourage wholesalers and retailers to sell certain products more actively over a short time. These promotions provide attractive incentives such as discounts, free samples, and special displays to entice retailers to promote the product more aggressively. This helps increase product visibility, generate excitement, and boost sales in the short term.

Question 18

Before the sales process begins, salespeople must have:

Accepted Answer

Before beginning the sales process, it is essential for salespeople to have a thorough understanding of the product they will be selling, the industry in which it operates, and the competition they will face. This knowledge will enable them to answer any questions that prospects may have and position their offering effectively. While an understanding of prospecting techniques, sales channel marketing tactics, and selling practices is also important, they are not as fundamental as product, industry, and competition knowledge.

Question 19

The active stimulation of word­of­mouth via unconventional, and often relatively low­cost, tactics is referred to as _____.

Accepted Answer

The active stimulation of word-of-mouth via unconventional, and often relatively low-cost, tactics is referred to as buzz marketing.

Question 20

Rail Shoes, a shoe store in Texas, has introduced a BOGO­Buy One, Get One free­offer on all its shoes. What kind of promotional tool does this offer exemplify?

Accepted Answer

The BOGO offer is a type of premium promotion where customers receive an additional product (the second pair of shoes) for free with the purchase of the first, enhancing the perceived value of the purchase.

Quiz 12: Product and Promotion: Creating and Communicating Value

One of the major advantages of publicity is that it:

Rick is a salesperson for a company that manufactures hospital equipment. He has just finished presenting his sales message to a customer. The immediate next step in the selling process is to:

_____ typically integrates advertising of branded products into interactive games.

_____ offer consumers immediate price reductions.

Which of the following is true of sponsorships?

_____ are items that consumers receive free of charge in return for making a purchase.

_____ is usually the core goal of advergaming.

_____ are commonly used in the car and the electronics industries to entice consumers with cashback offers.

The purpose of missionary selling is to:

Which of the following is an advantage of newspapers as an advertising media?

In its broadest sense, _____ refers to an organization's ongoing effort to create positive bonds with its consumers, employees, suppliers, the community, the general public, and the government.

The stage of the selling process where the salesperson actually asks the customer to make the purchase is known as _____.

Which of the following is the numberone advertising medium?

_____ involves video games created as a marketing tool.

_____is best described as paid, nonpersonal communication designed to influence a target audience with regard to a product, service, organization, or idea.

_____ refers to marketing activities designed to stimulate wholesalers and retailers to push specific products more aggressively over the short term.

Before the sales process begins, salespeople must have:

The active stimulation of wordofmouth via unconventional, and often relatively lowcost, tactics is referred to as _____.

Rail Shoes, a shoe store in Texas, has introduced a BOGOBuy One, Get One freeoffer on all its shoes. What kind of promotional tool does this offer exemplify?

Quiz 12: Product and Promotion: Creating and Communicating Value

One of the major advantages of publicity is that it:

Rick is a salesperson for a company that manufactures hospital equipment. He has just finished presenting his sales message to a customer. The immediate next step in the selling process is to:

_____ typically integrates advertising of branded products into interactive games.

_____ offer consumers immediate price reductions.

Which of the following is true of sponsorships?

_____ are items that consumers receive free of charge in return for making a purchase.

_____ is usually the core goal of advergaming.

_____ are commonly used in the car and the electronics industries to entice consumers with cash­back offers.

The purpose of missionary selling is to:

Which of the following is an advantage of newspapers as an advertising media?

In its broadest sense, _____ refers to an organization's ongoing effort to create positive bonds with its consumers, employees, suppliers, the community, the general public, and the government.

The stage of the selling process where the salesperson actually asks the customer to make the purchase is known as _____.

Which of the following is the number­one advertising medium?

_____ involves video games created as a marketing tool.

_____is best described as paid, nonpersonal communication designed to influence a target audience with regard to a product, service, organization, or idea.

_____ refers to marketing activities designed to stimulate wholesalers and retailers to push specific products more aggressively over the short term.

Before the sales process begins, salespeople must have:

The active stimulation of word­of­mouth via unconventional, and often relatively low­cost, tactics is referred to as _____.

Rail Shoes, a shoe store in Texas, has introduced a BOGO­Buy One, Get One free­offer on all its shoes. What kind of promotional tool does this offer exemplify?

_____ are commonly used in the car and the electronics industries to entice consumers with cashback offers.

Which of the following is the numberone advertising medium?

The active stimulation of wordofmouth via unconventional, and often relatively lowcost, tactics is referred to as _____.

Rail Shoes, a shoe store in Texas, has introduced a BOGOBuy One, Get One freeoffer on all its shoes. What kind of promotional tool does this offer exemplify?